The companies, which have bases in five cities across the US and Canada and revenues of more than $60m, will remain operationally independent following the merger and will retain their existing branding and products.

Jennifer Reid will remain as co-chief executive at Rival Group with responsibility for research, consulting and panels.

Andrew Reid will also remain co-chief executive at Rival Group with responsibility for Rival Technologies while Dr Angus Reid, chief executive at the Angus Reid Group, will take a strategic leadership role on the board of Rival Group.

The companies said that the agreement would unlock shared access to tools, panels and research capabilities as well as providing added stability, reach, and resources, with Rival Group focusing on three areas: proprietary technology, consulting and its North American panel.

Rival Group said it would focus on expanding its US panel presence, AI-enabled insights and increasing its presence in Europe.

Jennifer Reid said: “This merger creates one of the strongest research consultancies in North America.

“It means we can move faster, go deeper, and deliver smarter, more connected insights to every client, whether they’re in tech, consumer packaged goods, public affairs, or beyond.”

Andrew Reid said: “This is a growth initiative, not a consolidation. Each company enters the merger with strong momentum, and Rival Group is focused on accelerating that.

“Clients can expect the same trusted relationships and service, now supported by expanded capabilities and shared investment in innovation and data integrity.”

Angus Reid added: “Access to a high-quality, proprietary panel isn’t just a differentiator — it’s the backbone of modern research.

“By combining our panel infrastructure with Rival Technologies and Reach3, we’ve built something truly rare: a research company that owns the tools, the expertise, and the panel.”